Using social media/um
opportunities and dilemmas
Dr Mariann Hardey
Durham University Business School
The University of Dur...
What I’m setting up here is a
cautionary tale
There	
  ARE	
  opportunities,	
  but	
  these	
  
must	
  be	
  contextuali...
We can think
about
principles,
rules,
regulations
and even
‘rights’.
THE	
  LAW	
  CAN	
  HELP	
  (BUT	
  NOT	
  MUCH)	
  
…it	
  has	
  frequently	
  been	
  said	
  that	
  
there	
  is	
  ...
WHAT	
  ABOUT	
  THE	
  PRESS?	
  SORT	
  OF.	
  
The interviewee from Presswise, an NGO press
watchdog, argued that the l...
Whose rights?
Ethics, privacy and the public interest in
a digital age
§  There is an inherent difficulty in saying for c...
You	
  are	
  what	
  you	
  
share.	
  ―	
  C.W.	
  Leadbeater,	
  We	
  Think:	
  The	
  Power	
  Of	
  Mass	
  CreaGvit...
Bernie	
  
Hogan	
  
Research	
  Fellow,	
  
Oxford	
  Internet	
  
InsGtute	
  
	
  	
  
Friendwheel	
  
Layout	
  to	
  ...
To	
  hell	
  with	
  
circumstances;	
  
I	
  create	
  
opportuniGes.	
  
Bruce	
  Lee	
  
	
  
:dilemma
:::::::|'
:::::...
The problem is that ‘open’ is elusive and can be extremely exclusive
	
  
Facebook	
  alters	
  its	
  privacy	
  sebngs	
...
When	
  Worlds	
  Collide	
  in	
  Cyberspace:	
  How	
  Boundary	
  Work	
  in	
  Online	
  Social	
  
Networks	
  Impact...
FACEBOOK	
  AND	
  TWITTER	
  HELP	
  ADVERTISERS	
  
MEASURE	
  CONVERSIONS	
  
April	
  2014	
  -­‐	
  Facebook	
  made	...
Privacy.tricky.
Privacy.v.tricky.
MarGn	
  AITKEN	
  
Privacy.v.v.tricky.
Privacy.v.v.v.tricky.
nothing is really real. sorry.
We track is real.
Run
§ Purist runner
§ Leisure runner
§ Fun runner
§ Charity runner
	
...
#perfectday	
  #loveit	
  
Me++
````````	
  
Feminin
ity
as a
project
A	
  digital	
  
selfie	
  
SituaVng	
  Femininity	
  in	
  the	
  Digital	
  
Age:	
  Stereotypes,	
  Irony,	
  and	
  
Pl...
Unique
	
  
	
  
	
   ten	
  
years	
  
of	
  
longit
udinal	
  
data	
  
DATA. QualitaGve.	
  
•  Since	
  2004;	
  
•  I...
Digital self-work
	
  
	
  
	
   ten	
  
years	
  
of	
  
longit
udinal	
  
data	
  
Creating a document to use for resear...
 
Distracted	
  
from	
  
distracVon	
  by	
  
distracVon	
  
―	
  T.S.	
  Eliot	
  
quote	
  
	
  
Quotes	
  About	
  Soc...
§  Uncertainty	
  about	
  the	
  academic	
  and	
  public	
  interest;	
  
§  Ethical	
  decision-­‐making	
  has	
  n...
forthcoming book chapter ed. Martin
Hand
Forthcoming paper Sociology ‘seriously
social’
Forthcoming paper SocRev ‘Digital
...
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Opportunities and dilemmas of social media - Sunderlandfinalmh

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Presentation for AFRE Workshop Opportunities and dilemmas

Dr Mariann Hardey – social media professional and academic researcher; member of the Marketing Group at Durham University Business School, and BBC North East commentator for social media and digital networks

Here I explain new technology challenges presented by research interfaces and interactions with others, in particular the emergence of social media, software and platforms that are based on social commentary and interaction have created new opportunities and dilemmas for researchers, entrepreneurs, business and the public... and some other stuff.

Published in: Social Media, Technology, Business
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Opportunities and dilemmas of social media - Sunderlandfinalmh

  1. 1. Using social media/um opportunities and dilemmas Dr Mariann Hardey Durham University Business School The University of Durham
  2. 2. What I’m setting up here is a cautionary tale There  ARE  opportunities,  but  these   must  be  contextualised  /  counter-­‐balanced  with  their  equivalent   dilemmas.       Novelty >> new things exposed, different ethical dilemmas because you are able to do things that were not possible before >> Gitelman >>Participant observation>>> Goffman >>>   We  are  able  to  record  sociality  and  new  forms  of  ‘being  social’  in   ways  that  was  not  possible  before  and  this  has  been  VERY  useful   for  researchers.     organic sociality in real time with real friends >>> ethical dilemmas in and around these dimensions. Novelty  in   quesGon  >>>   what   dilemmas   remain  and   are     unresolved     &  ten  years  a*er   the  2004  launch   of  Facebook…  
  3. 3. We can think about principles, rules, regulations and even ‘rights’.
  4. 4. THE  LAW  CAN  HELP  (BUT  NOT  MUCH)   …it  has  frequently  been  said  that   there  is  a  difference  between  what  is   in  the  public  interest  and  what  is  of   interest  to  the  public.       -­‐-­‐Nichol  J,  Rio  Ferdinand  v  MGN  Limited,  [2011]  EWHC  2454  (QB)    
  5. 5. WHAT  ABOUT  THE  PRESS?  SORT  OF.   The interviewee from Presswise, an NGO press watchdog, argued that the lack of definition as to the meaning of public interest was for ‘a very good reason’. Namely, he considered that it suited newspaper editors to have some looseness attached to the term so that it could readily be brought into play as a justification for intrusion: This is quite deliberate. As a newspaper editor . . . if I had the opportunity of defining and redefining public interest in the way that justifies anything that I publish then I am going to do so because my job is to justify anything that is published which is going to sell newspapers…
  6. 6. Whose rights? Ethics, privacy and the public interest in a digital age §  There is an inherent difficulty in saying for certain what is ‘in the researchers interest’>>> for ideas into the public; §  As researchers we are dealing with new paradigms in the communication of identity, and the organisation of the social life around that identity, namely social networks; §  New challenges for the concept of privacy; §  The responsibility is for us to be self-aware of the existence of what little regulatory checks and balances do exist, and to understand how to apply these. We work in a context of increasing emphasis on self-regulation with regard to the use of private or semi- private material from social networks.  
  7. 7. You  are  what  you   share.  ―  C.W.  Leadbeater,  We  Think:  The  Power  Of  Mass  CreaGvity   Speaking  on  BBC  Radio4  Today  Programme   (Jun  9th,  2012),  leading  divorce  lawyer   Vanessa  Lloyd  Pla[  said  when  starGng  a   new  case,  the  very  first  thing  she  and  many   colleagues  do  is  Google  their  client’s   partner  and  search  across  social  networks   to  find  evidence  of  their  misbehaviour.     “Very  useful  informaVon”  
  8. 8. Bernie   Hogan   Research  Fellow,   Oxford  Internet   InsGtute       Friendwheel   Layout  to   Highlight   Community   Structure  2010.    
  9. 9. To  hell  with   circumstances;   I  create   opportuniGes.   Bruce  Lee     :dilemma :::::::|' ::::: ::::|'
  10. 10. The problem is that ‘open’ is elusive and can be extremely exclusive   Facebook  alters  its  privacy  sebngs  o*en.  And  ocen   accompanied  by  widespread  media  a[enGon,   to  what  extent  do  the  site’s  users  alter  their  seZngs?   o p e n   Hargi[ai,  E.  and  boyd,  d.,  (2010).  Facebook  privacy   sebngs:  Who  cares?.  First  Monday,  15(8).   •  Does  frequency  of  Facebook  use  relate  to  how   individuals  people  adjust  privacy  sebngs?   •  What  about  the  confidence  in  managing  privacy   sebngs,  does  this  correlate  with  the  pracGce  of   individual  micro-­‐management  of  Facebook?   •  What  about  gender/age/locaGon/career  status/ owner/occupy  status…   •  Is  the  general  digital  network  user  interested  in   the  pracGce  of  managing  privacy?...  
  11. 11. When  Worlds  Collide  in  Cyberspace:  How  Boundary  Work  in  Online  Social   Networks  Impacts  Professional  RelaVonships  Ollier-­‐Malaterre,  A.,   Rothbard,  N.,  Berg,  J.  Academy  of  Management  Review,  December  2012   In  online  social  networks,  personal  informaVon  is   disclosed  in  a  non-­‐  tailored  fashion.     Compared  with  feedback  and  comments  made  in   offline  work  interacVons  for  instance,  online   informaVon  is  shared  with  a  potenVally  broader   audience,  and  is  also  persistent  in  Vme  and  easily   searchable…   Because  of  this,  when  two  professional  contacts   first  connect  in  a  primarily  personal  online  social   network  like  Facebook,  they  are  granted  access  to   a  bevy  of  personal  informaVon  about  each  other   all  at  once,  perhaps  including  content  the  focal   person  was  unaware  of  or  had  forgoeen.  
  12. 12. FACEBOOK  AND  TWITTER  HELP  ADVERTISERS   MEASURE  CONVERSIONS   April  2014  -­‐  Facebook  made  a  change  to  help  retailers  get  more  out  of  their  Facebook  ads  by   measuring  offline  conversions.  Especially  if  we’re  looking  at  how  colours  affect  conversions,   Facebook’s  Vps  seem  to  be  guided  by  a  very  deep  underlying  understanding  of  human  behavior.     This  is  actually  a  feature  that’s  been  around  for  a  while,  but  it  was  previously  available  only  to   customers  who  worked  with  a  Facebook  “measurement  partner.”  The  network  is  now  opening   it  up  to  all  adverGsers.   cc.  h[p://www.fastcompany.com/    
  13. 13. Privacy.tricky.
  14. 14. Privacy.v.tricky. MarGn  AITKEN  
  15. 15. Privacy.v.v.tricky.
  16. 16. Privacy.v.v.v.tricky.
  17. 17. nothing is really real. sorry. We track is real. Run § Purist runner § Leisure runner § Fun runner § Charity runner   Ne[leton,  S.,  &  Hardey,  M.  (2006).  Running  away  with   health:  the  urban  marathon  and  the  construcGon  of   ‘charitable  bodies’.  Health:,  10(4),  441-­‐460.  
  18. 18. #perfectday  #loveit  
  19. 19. Me++
  20. 20. ````````   Feminin ity as a project
  21. 21. A  digital   selfie   SituaVng  Femininity  in  the  Digital   Age:  Stereotypes,  Irony,  and   Playfulness   1. Open. 2. Real. 3. Multiple.
  22. 22. Unique       ten   years   of   longit udinal   data   DATA. QualitaGve.   •  Since  2004;   •  InternaGonal  data-­‐set;   •  MulG-­‐medium  –  Facebook,  email,  Twi[er,  blogs,   Instagram,  SMS,  Skype,  landline,  mobile,   Whatsapp…       Phase  One  2004  research:  Average  age,  20  years.     Phase  Two  2014  research:  Average  age,  27  years.    
  23. 23. Digital self-work       ten   years   of   longit udinal   data   Creating a document to use for research §  Non-physical document – the relationship between whom one is, and whom one wants to be; §  Participants co-creating content; §  Generation C; §  They are documenting something for us.
  24. 24.   Distracted   from   distracVon  by   distracVon   ―  T.S.  Eliot   quote     Quotes  About  Social   Media     Quotes  tagged  as   "social-­‐ media"  (showing  1-­‐30   of  120)    
  25. 25. §  Uncertainty  about  the  academic  and  public  interest;   §  Ethical  decision-­‐making  has  not  evolved  with  the  introducGon  of   new  technology  (yet);   §  Research  via  social  networks  has  become  a  default.  And  with  that   comes  normalised  expectaGon  of  privacy  (whatever  this  means);   §  Researchers  have  an  expectaGon  of  inclusivity,  conferred  only  by   the  specificity  of  content  and  parGcipants  they  are  invesGgaGng;   §  Technology  either  does  not  strictly  block  ‘friends’  from  being   included  as  parGcipants,  or  does,  but  intermi[ently;     §  Researchers  are  subject  to  shicing  goal  posts  and  different  sets  of   rules  as  to  how  to  curate  content  and  link  to  parGcipants  resources.     Requirement  is  to  think,  and  to  have  an  ethical  approach.   conclusions
  26. 26. forthcoming book chapter ed. Martin Hand Forthcoming paper Sociology ‘seriously social’ Forthcoming paper SocRev ‘Digital feminities’ TDC2014 ASA2014 @thatmaz  
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